China's catering revenue rose in the first quarter, supported by seasonal offerings and a shift toward outdoor and experience-driven dining, underscoring the sector's role as a steady pillar of consumption.

Data released by the National Bureau of Statistics showed catering revenue reached 1.46 trillion yuan ($213.9 billion) in the first three months, up 4.2 percent year-on-year. Revenue from larger catering enterprises climbed 3.8 percent to 422.9 billion yuan.

Growth moderated in March, with catering revenue increasing 2.9 percent year-on-year to 435.9 billion yuan, while sales at large operators rose 2 percent to 140.6 billion yuan.

The China Cuisine Association said catering accounted for 11.5 percent of total retail sales, highlighting its importance as a driver of domestic demand.

Seasonal demand has provided a lift to the sector. As temperatures rise, restaurants and beverage chains have rolled out spring-themed products and immersive dining formats centered around floral, fruit and outdoor themes, fueling what the industry has dubbed the "spring economy".

In Beijing, governments and catering enterprises are also linking dining with tourism to capture shifting consumer preferences. On Monday, the capital launched its first colorwalk-themed urban micro-tourism route at a Pizza Hut restaurant on Xisi North Street in Xicheng district.

The initiative connects the city's historical heritage with modern consumption, encouraging walking and cycling along targeted routes.

Pizza Hut also introduced its higher-end "Pizzeria" concept to Beijing, opening two outlets in Xisi and Yansha areas, positioning the format as a cultural and commercial destination tied to tourism traffic.

"The launch of Pizza Hut Pizzeria at Xisi is a model of localization innovation for an international dining brand," said Jia Feiyue, head of the Beijing Food and Beverage Industry Association.

"The brand has combined authentic Neapolitan pizza craftsmanship with Beijing's local culture, upholding high culinary standards while promoting cultural exchanges between Chinese and Western cuisines. It sets a benchmark for the high-quality development of the capital's catering sector and empowers dining brands with cultural depth, driving regional catering consumption and the cultural tourism economy."

Operators across the country are experimenting with new formats to tap seasonal demand. During the cherry blossom season in Shanghai, several operators opened temporary stalls along waterfront viewing areas, combining dining with sightseeing and boosting foot traffic.

Hotpot chain Haidilao launched camping-style pop-up sites in flower fields in Nanjing, Jiangsu province, allowing diners to eat outdoors while engaging in leisure activities such as kite flying and photography.

Beverage chains are also leaning into seasonal innovations. Starbucks China introduced seasonal drinks such as a rose latte and berry-flavored beverages to capture spring demand.

The China Cuisine Association said strategies — including seasonal menus, experiential formats and expanded dining spaces — are helping diversify consumption and enhance brand appeal, even as overall growth shows signs of moderating.

wangzhuoqiong@chinadaily.com.cn